Managing The Flood Of Web Buyers, Part 1
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Jim Coogan
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Pure Web buyers are likely to be very different than your legacy mail order buyers. Their response rates and average orders tend to be less. Their order curve doesn’t last as long. You should mail them less frequently.
If you don’t understand your Web buyers, your response rates will decay, period. This is the biggest point we need to understand. There’s a potentially bad and hidden group of buyers creeping into buyer files, and these Web buyers are dragging down response rates.
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Jim Coogan
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